论文标题:中国篮球彩票市场营销策略研究
Research on the Marketing Strategy of Basketball Lottery Ticket in China
论文作者
论文导师 王家宏,论文学位 硕士,论文专业 体育教育训练学
论文单位 苏州大学,点击次数 120,论文页数 56页File Size970K
2007-03-01论文网 http://www.lw23.com/lunwen_687199077/
basketball lottery ticket;;marking;;Marketing;;Strategy
发行彩票可以集中、利用社会闲散资金,“取之于民,用之于民”。因此彩票业受到每个国家大力提倡和支持。由于我国体育彩票业起步较晚,体育彩票管理部门对彩票经营的市场营销策略认识不足,对篮球彩票的重视程度不够,直接导致篮球彩票的发展停滞不前,销售额逐渐下降。如何运用市场营销的理论来拓宽篮球彩票的市场,制定正确的营销策略是篮球彩票的重要课题。 本文以我国彩票行业未来发展的宏观形势为背景,以我国篮球彩票市场营销策略为研究对象运用体育营销、市场营销理论知识,采用文献资料法、访谈法、问卷调查法、数理统计法、比较分析法,通过从篮球彩民和主要竞争对手方面进行了详尽的分析,介绍篮球彩票的成立背景与目前营销的现状,结合现代化市场营销理念,深入总结了篮球彩票营销中的出现的问题;通过SWOT分析法结合对篮球彩票所处的内、外环境和篮球彩票面临的优势、劣势、机遇、威胁分析的基础上,进行了营销对策研究,并提出了具体的实施措施。 得出如下结论:1.目前我国篮球彩票市场的消费主体以男性为主,年龄段主要是十八到四十岁之间,职业主要为公司职员、个体经营者,月收入在1001-3000元之间中等收入者是篮球彩民的主力军,随着文化程度的提高购买篮球彩票的彩民也随之增多。影响彩民购买篮球彩票的主要因素是喜欢篮球运动。2.篮球彩票的主要竞争对手是足球彩票、排列三、七星彩和福利彩票。3.目前篮球彩票的经营管理理念落后、目标市场不明确、彩票品种单一、价格策略不灵活、管理体制不完善、政策法规建设滞后、人员配备欠缺等是我国篮球彩票市场经营方面存在的主要问题。4.篮球彩票的优势有广泛的销售渠道、巨大的市场潜力和良好的群众基础;弱势为管理体制有缺陷、发行方式的滞后和不重视品牌的建设;机会有彩票市场需求不断扩大、国家的政策扶植;威胁是人才的短缺和竞争对手的威胁。
The release lottery ticket may concentrate, the use society idlecapital,"takes from the people and fore the people". Therefore the lottery ticket industry receives each country to promote with great effort with the support. Because our country sport card industry start later, the sport card control section to the lottery ticket management market marketing strategy understanding insufficiency,is insufficient to the basketball lottery ticket value degree, directly causes the basketball lottery ticket the development to bog down, the sales volume gradually drops. How opens up the basketball lottery ticket using the market marketing theory the market,formulates the correct marketing strategy is the basketball lottery ticket important topic. This article the macroscopic situation which future will develop byour country lottery ticket profession is a background,take the Chinese basketball lottery ticket marketing strategy as the research object,the main methods include interview questionnaire etc.the method,have analyzed the question which the basketball lottery ticket at present faces,unifies principle and soon the market marketing study, has used the many kinds of analysis method, how studies the basketball lottery ticket to carry on the strategic breakthrough under the new situation,gains continues,the health development situation. This article take the market marketing theory as the instruction,the superiority to the basketball lottery ticket,the inferiority,the opportunity,in the threat analysis foundation which analyzes to the basketball lottery ticket marketing present situation and its the existence main question,unifies which locates in,outside the environment and the basketball lottery ticket faces,has conducted the marketing countermeasure research,draws the following conclusion: The market subdivides with the goal market is not clear about; The lottery ticket variety are not many,the game interest is not strong; The price strategy is not flexible; The release marketing channel is unitary,the stand construction is not standard; The existing promotion strategy appears question; The management system is imperfect; Policy laws and regulations construction lag; The marketing organization establishment does not arrive,the personnel equipment is short modern market competition intense today,the basketball lottery ticket must clearly realize day by day to own superior inferiority,isclear about the goal market. Carries on the market marketing strategy based on the market marketing environment change the adjustment, fully uses inside and outside the basketball lottery ticket the environment favourable factor,the conformity basketball lottery ticket various aspects resources,take the market as the guidance, through the market marketing strategy combination,achieves the basketball lottery ticket long term strategy development goal.
|
